I Gusti Putu Putra Artika, Ni Luh Yulyana Dewi

Optimalisasi Strategi Digital Public Relations melalui TikTok dalam Membangun Branding Kuliner di Bali

Introduction

Optimalisasi strategi digital public relations melalui tiktok dalam membangun branding kuliner di bali . Strategi Digital PR optimal via TikTok untuk branding kuliner Bali. Bahas riset audiens, konten budaya, komunikasi, dan evaluasi demi engagement kuat & citra lokal.

Abstract

The rapid development of Digital technology has transformed public communication and marketing strategies across various sectors, including the culinary industry. Social media platforms such as TikTok have become essential tools for business owners to strengthen their brand image and build engagement with audiences through creative and interactive visual content. This study aims to analyze the optimization of Digital Public Relations (PR) strategies through TikTok in developing culinary branding in Bali. The research employs a literature review approach by examining national and international scholarly articles published within the last five years that discuss Digital communication, public relations, and culinary branding strategies. Data were collected through a systematic search using relevant keywords across academic databases. The findings reveal that effective Digital PR strategies on TikTok consist of four main components: audience research, culturally based content planning, participatory two-way communication, and continuous evaluation supported by consumer trust. This approach enhances audience engagement and strengthens the brand image of Balinese culinary products as representations of local cultural identity. The study concludes that TikTok serves not only as a promotional platform but also as a Digital cultural communication space that connects traditional values with modern communication strategies in a sustainable manner.

Review

This study, "Optimalisasi Strategi Digital Public Relations melalui TikTok dalam Membangun Branding Kuliner di Bali," tackles a highly pertinent and contemporary issue at the nexus of digital communication, public relations, and cultural branding. The abstract clearly articulates the significance of understanding how platforms like TikTok are reshaping communication and marketing strategies, particularly within the dynamic culinary industry. By aiming to analyze the optimization of Digital PR strategies via TikTok for culinary branding in Bali, the research promises valuable insights into current best practices. The chosen methodology, a systematic literature review drawing from national and international scholarly articles published within the last five years, establishes a robust foundation for synthesizing existing knowledge on digital communication, PR, and culinary branding. The core contribution of this research lies in its identification of four critical components for effective Digital PR strategies on TikTok. These components—audience research, culturally based content planning, participatory two-way communication, and continuous evaluation supported by consumer trust—offer a practical and comprehensive framework. These findings are pivotal, as they not only enhance audience engagement but also significantly strengthen the brand image of Balinese culinary products. The study's emphasis on culturally based content and its role in representing local cultural identity is particularly insightful, demonstrating a nuanced understanding of how global digital platforms can be strategically deployed to amplify specific cultural contexts and traditions. Ultimately, the study effectively concludes that TikTok transcends its role as a mere promotional platform, positioning it as a vital digital cultural communication space. This highlights the platform's unique potential to sustainably connect traditional values with modern communication strategies. While the literature review provides an excellent theoretical synthesis, future empirical research could further validate these identified components through practical case studies of Balinese culinary brands, offering tangible demonstrations of the proposed framework's efficacy. Overall, this research makes a significant theoretical contribution to both digital PR and cultural branding discourse, providing actionable insights for academics and practitioners alike seeking to leverage TikTok for impactful brand building, particularly within culturally rich sectors such as culinary tourism.

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